Design studio Tweak has created Curash’s limited-edition nursery wipe range, presented on shelf in a 3×80 pack secured by an adhesive sticker that doubles as a carry handle.
Shane King, design director at Tweak, said, “This concept provides a seamless 'grab-and-go' experience for shoppers and keeps the packs neatly organised at home. Additionally, the easy-peel adhesive allows individual packs to be removed without leaving a sticky residue, while still being able to re-adhere to the remaining bundle for future use.”
The layout is designed to create a cohesive block on shelf, with a pastel mint green palette and earthy accents highlighting the illustrations of Australian animals, while keeping Curash’s core benefits clear.
King noted that the graphic concept was inspired by nursery wallpaper and baby textile prints, with the aesthetic tapping into the emotional journey of new parenthood.
“We utilised a unisex, pastel palette to ensure broad, gender-neutral appeal. It was vital to balance this by clearly communicating Curash’s core benefits and claims, ensuring the illustrated patterns remained the 'hero' of the pack without sacrificing functional clarity.”
He added that the limited-edition release was intended to inject fresh energy into the brand and stand out in the aisle, supporting the wider Curash portfolio.
“In a category where consumer purchasing can become 'autopilot', strategic and exciting visual shifts break those predictable patterns. By disrupting the visual landscape, we re-engage the consumer and strengthen their connection to the Curash brand,” King said.
